Well, it seemed as good an excuse as any. Aside from the fact we don’t own a dog. Instead, we have a slightly camp cat, and a slightly psychotic rabbit.

Anyway, I’ve just gone past the time I originally scheduled to give myself a good night’s rest, so if you want lots of content from me, here’s my Google sharred items. Included today is the new blog by Google’s Sergey Brin and other assorted joy. Sadly, I’m so busy, I can’t even point to my normally numerous and notable Twitter updates (@badgergravling).

But do be patient with me as I’ll be back on form tomorrow (even if it’s the evening, or technically into Saturday morning!). I’ve started working on meme response on measuring social media for Dave Cushman…

All I’m saying at this stage is that I’ve been thinking a lot about the analogy between ‘solving’ a murder, and ‘solving’ a conversion. And what I mean by ‘solving’ a conversion is following the criminal procedure, and starting from the thing we can prove, and then working backwards…rather than the normal method of social media measurement (And the one I generally use), of trying to judge what to measure in preparation.

After all. How often do we really, truly and honestly need all our metrics and measurements in real time, when we’re feeding back on a project days, weeks, months or years later?